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Conversation with a brand: perception of brand expression modalities on social media
[Conversation avec une marque : perception des modalités d'expression des marques sur les médias sociaux]

Author

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  • Andria Andriuzzi

    (GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School, IAE Paris - Sorbonne Business School)

Abstract

Brands can now express themselves, literally, through conversations on social media. Based on a series of interviews, this research shows that conversational brands may seem more human and improve their image even without the physical representation of a speaker. However, neither their presence on social media nor their personification is sufficient. To be more human, brands must participate to a quality conversation. Consumers evaluate the conversation according to its context, content and form.

Suggested Citation

  • Andria Andriuzzi, 2015. "Conversation with a brand: perception of brand expression modalities on social media [Conversation avec une marque : perception des modalités d'expression des marques sur les médias sociaux]," Post-Print hal-03737758, HAL.
    • Handle: RePEc:hal:journl:hal-03737758
    Note: View the original document on HAL open archive server: https://hal.science/hal-03737758
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    References listed on IDEAS

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